Publication routing



Jam-15,1924. v A v i l. y G` H.- EDDY 1,480,605

PUBLICATION ROUTING Filed July 6, 1920 )1H I 'I bm/www.--

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UNITED STATES i y GLENN ii. EDDY, or CHICAGO, ILLiiv'ors.4v

PUBLICATION ROUTING.

Application led `Tuly 6, 1920. Serial` No. 394,235'.

T 0 all whom t may concern: f

Be it known that LIGLENN H. EDDY, a citizen of the United States, residing Lat Chicago, Illinois, have invented certain new and useful Improvements in a Publication Routing; and I do rhereby declare the'following to be a full, clear, andV exact description of the invention, such as will enable others skilled in the art to which it appertains to make and use the same.

My invention relates to publications, and in its general aspects aims to provide sim ple and effective means for insuring the routing of single copies of the publication to a group of associated individuals, for calling the attention of different individuals to selected portions of the publication, for attesting the attention of dierent individw uals to the publication, and for securing data as to the class of readers actually reached by the publication and as tothe portion of thecontents in `which diierent classes of readers were interested.'

While my invention may apply with equal facility to a wide variety of publications, it isjparticularly adapted forfperiodicals which depend for at least apart of their earnings uponthe effectiveness of their advertising columns. To secure this effectiveness for the advertisers, it is important that the `periodicals should reach readers who'arej seriously interested in what is advertised, and in the case of manufacturing plants or other large business establishments-it is alsoimportant that the dividual names may not be known to thepublisher.

Moreover, the subject matter of many advertisements depends for its salability on a preliminary enlightening of theV proper parties as to the economy or other features of the desirability of what is advertised, so that the advertisements may depend in effectiveness partly on the extent to which editorials or other articles elucidating related themes are'jread bythe 'various olii cers `and employees whoneed to be iniuenced by the advertisers. It is likewise important both for the advertisingy value yof a publication and for its general educational 'influence that various men `associated in a given establishmentl should secure hints yfrom one another as to particular itemsin each issue of the publication which deserve i attention, and for thispurpose it is highly i desirable that the high officials should have .simple and effective means both for calling thev attention of subordinates toitems relating to their respective spheres yand for insuring the attention of these subordinates y to the items thus marked.

secure such information without'fmaking surveys at `a high cost, but my invention Heretofore, it has not been kpos-` sible for the publishers 4of periodicals to aims to provide simple and `inexpensive means for making such lsurveys while also `meeting the various needs abovey outlined.

Still further objects of my invention may appear from the following specification, and from the accompanying drawings, vin whichf Fig. l is a top view of an embodiment of my invention in the form of ya periodical shown as partly opened and having the hereafter described flap; folded inside the front cover or into the position occupied by it when the publication ismailed.

Fig. 2 is a fragmentary elevation ofthe flap when unfolded and of the cover to which itis attached. f

- Fig; 3'is an'elevation 'of the front cover 'of `the publication as it appears when the flap is folded outward or into its operative position.

Inaccomplishing the purposes of my iiivention after the `manner of the appended drawings, I provide the cover of the periodical with an extension which is desirably secured to the free lateral edge ofthe front cover. This extension desire-bly is of such a size and shape with respect to the front cover of the publication that it will not conceal any considerable portion of the cover when folded outward over the latter as here disclosed. For this purpose I preferably employ a relatively narrow flap scored at its juncture with the front cover and adapted to be folded inside this cover after the manner of Fig. l to prevent a damaging of the flap when the periodical is being mailed and to expose the front cover in its entirely when the periodical is displayed in news stands in libraries or the like. When unfolded after the manner of Fig. 2, this flap desirab'ly bears on its forward surface a legend instructing the initial recipient of the copy to fold the flap out upon the front cover and calling attention also to the routing and checkingl facilities which will be afforded by the flap when the latter is thus folded outward after the manner of Fig. 3.

On the lreverse or normally unfolded Side of the flap, I provide a series of associated legends here shown as including the titles of various officials of a manufacturing corporation and of other employees holding prominent positions, and I desirably provide suitably indicating space opposite each such title for noting the pages to which the attention ofthefcorresponding party is called and for having each such party indicate the fact that lie'has lseen that copy of the publication. Where information is also desired as to th'epart of the contents which were of particular interest to the different individuals, I provide opposite each title a suitable indicating space for noting the page ,number of such items, and I also provide a suitable space for noting the name and address Vof the company whose oicers land employees were thus reached, so that the desired information will be complete when the tab is detached `and returned to the publisher.

With cover flaps thus arranged, a`single l copy of a 'publicat-ion can readily be vrouted through a plant and vcan simultaneously ac- 'clomp'lish the above vrecited purposes,. both for 'increasing the educational and 'advertis- "i'ng 'value of the publication and for securing the information desired by the publisher. For example, when the illustrated copy of periodical reaches the addressed factory, the mail clerk turns the flap outwardly, desirably securing it temporarily in that position bymeans of an ordinary paper c'lip, and deliversv it to the vice president of the conipany. The latter not only makes his own check' mark to indicate that he has seen the copy,'but may also note opposite the title of "any "of the other officials or employee the |`page number `indicating some item to which he would call the attention of the correspond- "ing party. yThen the same copy goes to the general ',manager, and when checked or marked by him, to the superintendent, and

so on. Where it is desirable that a given publication should also reach some others whose titles are not printed on the flap, these may be added on lines provided below the printed list of officials as shown in Fig.

3. If information is desired by the publisher as to the items which were of special interest to the various readers, notations of the corresponding pages may be made by the various readers after the manner also eight different parties, that four of these have had their attention called to particular items in this copy and that five have expressed their opinion as to the part of the contents which most deeply interested them. Consequently, the use of my invention after the manner illustrated not only increases the number of readers per copy of the publication, but also greatly increases the influence .of its contents, it being obvious that the at` tention of various individualsmay be called with equal' facility to reading pages or to 'ldveltSGmGIltS andfthat the normal curiosity of diifere'nt individuals may lead them also to look up what has been called to the attention of others. The effects thus secured are `therefore cumulative, so that a single copy of a periodical mailed to one establishment may eXert a much `greater inllu 'ence than would otherwisebe afforded by a half dozen copies sent rdirectly to the same individuals. Moreover, such a separat-e sending lofcopies t0 the proper individuals can usually be 'secured only when their names are known to the publishers, which is rarely the case to` any considerable extent, whereas the method'abOve described insures a reaching of the desired officials and otherzhighly positioned employees and remains effective regardless ofchanges in the persons holding the different positions.'

Generally speaking, my method' therefore enables both the publisher, and the adver- `tiser to secure Stargreater returns from a given circulation of a publication than has hereto-forefbeen possible, thereby increasing the advertising value of the publication and also enabling the publisher to accomplish the desired results with a much smaller number of copies. This latter factor is all the more important in view of the enormous inlcrease'of the cost of paper and other publishin'g 'expenses' during recent years, as these-increases havebrought the costtoa point where it is highly desirable that every lil() distributed copy should be perused by a large number of readers; however, while I n have illustrated and described my invention as employed in connection with a magazine and as including a lateral flap on the front cover I do not wish to be limited to theSe or other details of the construction, arrangement and use thus disclosed, since various additions omissions or other changes might obviously be made without departing from the spirit of my invention or from the appended claims.

I claim as my invention:

1. Means for routing a single copy of a publication through an organization or institution and for calling the attention of diflsaid copy, comprising a publication part bearing printed legends designating the titles of various oiiicials or other employees of a typical establishment and also bearing a heading directing the forwarding of the publication from one to another of the hold.- ers of said titles, and further having suita- L bly designated spaces adjacent to each of the respective titles for checlcmarling by the persons holding these titles and for noting the page or pages of the publication to which the attention of the vother respective persons is called to indicate the part of the publication in which the holders of such titles are most interested in.

2. In a publication, a cover having a normally infolded flap bearing printed legends designating the titles of various officers or employees of a typical establishment of the class to which the publication appeals, and further bearing a heading directing the forwarding of the publication from one to another of the holders of said titles, whereby the publication is successively to be routed to the said individuals, and also having suitably designated spaces adjacent to the respective titles for receiving notations by or for the holders of such titles to indicate the part of the publication in which the holders of such titles are most interested 3. In a publication, a cover having integral therewith a normally infolded flap bearing printed legends designating the titles of various ollicers or other employees of an establishment and further bearing a heading directing the forwarding of the publication from one to another of the holders of said titles to whom the publication is successively to be routed, the flap being adapted to be folded outward to overlie a part of the cover and to expose the said legends when in this latter position.

et. In a publication, a cover having on a free edge a flap folded inside the cover when the publication is mailed and adapted to be folded outward over the front of the cover, the face of the iap exposed by the outward folding bearing printed legends indicating the proposed routing of the publication to a group of associated individuals and bearing suitably designated spaces respectively opposite the said legends for notations by or for the corresponding individuals to in dicate the part of the publication in which the holders of such titles are most interested in, the flap being of such a size and shape as not materially to conceal the cover when thus outwardly folded.

5. In a publication, a Hap normally folded within the publication and adapted to be folded outward over a portion of the front of the cover and bearing legends exposed when the flap is thus folded outwardly, the said legends designating the titles of various employees of an establishment to whom the publication is successively to be routed, the flap being scored at its juncture with a contiguous part of the publication to facilitate the manual detaching thereof and the flap bearing on its reverse side instructions as to its disposal when detached.

6. Means for routing a single copy of a publication through an organization or institution so as to insure its reaching the various ofiicials or employees thereof in a predetermined order, comprising a publication part bearing printed legends designating the titles of various oiiicials or other employees of a typical establishment, separated spaces respectively opposite the said titles for receiving check marks from the holders of the respective titles, and a heading directing the forwarding of the publication from one to another of the holders yof the said titles.

7. In a publication, a flap carried by the publication and bearing legends, the said legends designating the titles of various employees of an establishment to whom the publication is successively to be routed, the flap being scored at its juncture with a con tiguous part of the publication to facilitate the manual detaching thereof and the flap bearing on its reverse side instructions as to its disposal when detached.

Signed at Chicago, Illinois, June 29th,

GLENN H. EDDY.

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